What is the Audible marketing strategy?

Audible, a leading provider of audiobooks and podcasts, has seen massive success in its marketing strategy. It continues to be a market leader in attracting and retaining users worldwide, thanks to its focus on delivering an engaging customer experience, targeting key demographics with unique advertising campaigns, and being attentive to each user’s needs. Let’s explore the Audible marketing strategy, what makes it so successful, and why Audible.com has become a go-to platform for spoken-word content.

Amazon’s Audible business model

Audible is a popular digital subscription-based platform owned by Amazon that offers a vast collection of podcasts and audiobooks in various genres, from best-selling books by renowned authors to original podcasts and series. The service boosts its audiobook sales by offering multiple subscription plans to suit different needs and budgets, such as monthly and yearly memberships, credits-based plans, and even discounted student subscriptions.

What is the Audible marketing strategy?

Audible’s success and popularity are largely in part to its marketing strategy, which focuses on promoting its audiobook and spoken word content to its target audience through various channels. Here are some elements of Audible’s advertising and digital marketing strategy that business owners can steal marketing tips from to take their own marketing plan to the next level:

Content marketing

As part of its audiobook marketing strategy, Audible creates engaging content through its blog, social media, and podcasts that focus on the benefits of listening to audiobooks, new releases users can expect to see on the platform, and “weekly picks” of popular books. One such example of this content is the interviews they post with debut authors on their website, discussing their new books. This content is designed to educate and inform potential customers about the value of audiobooks as well as get them excited to join in order to listen to the newest books and up-and-coming authors.

Partnerships

Audible has been able to expand its customer base by forming strategic partnerships with publishers, authors, and content creators to offer exclusive content and deals to its subscribers. For example, Audible has partnered with the fitness program Aaptiv to offer exclusive audio-guided fitness and wellness programs. These partnerships serve as a win-win situation for both Audible and its partners. Audible is able to attract new customers through promotions and complimentary services, while its partners can also benefit from the exposure to Audible’s substantial customer base. This strategy also helps to differentiate Audible from other audiobook providers and attracts customers who are interested in specific types of content.

Email marketing

Audible also uses email marketing to communicate with its subscribers about new releases, promotions, editor favorites, author interviews, and behind-the-scenes exclusives. What sets Audible’s email marketing apart is the fact they offer users the ability to subscribe to different email lists based on their preferred genres, which allows customers to receive more personalized emails based on their listening preferences.

Social media marketing

Of course, Audible uses digital advertising through various marketing channels, including LinkedIn, Facebook, Instagram, Twitter, YouTube, and TikTok, to reach its target audience with sponsored posts such as Facebook Ads, videos and other content that highlights the benefits of audiobooks or popular books on the platform. In fact, Audible is one of the highest-spending brands on YouTube.

Influencer marketing

Audible partners with influencers and celebrities to promote its service on social media platforms like Instagram, TikTok, and YouTube. This strategy helps to increase brand awareness and attract new customers. In fact, influencers draw millions of views to their sponsored videos, expanding the platform’s social reach tremendously. In addition, Audible has a referral program where influencer partners receive a customized link and can earn a commission when their followers become Audible subscribers.

Giveaways

One of Audible’s key marketing strategies is the use of giveaways. By offering free audiobooks and other perks, Audible entices potential customers to try their platform and keeps existing customers coming back for more. One example of a giveaway campaign was when Audible offered free audiobooks for children during the entire quarantine period when schools were closed. Not only do these giveaways promote Audible to a wider audience, but they also help to build relationships and goodwill with their current customers.

Honorable mentions

In addition to the marketing concepts, we’ve already covered, Audible also uses the following marketing strategies:

• Audible Originals — Audible Originals offer platform-exclusive content that helps draw in new users.

• Audiobook Creation Exchange (ACX) — ACX is an online audiobook rights marketplace and production platform that easily allows startup entrepreneurs to self-publish books through Audible’s interface.

• Free 30-day trial — The platform allows users to try their first books for free and see if a subscription would be right for them.

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FAQ

Does Audible work with Kindle?

Yes, Audible works with most new Kindles. However, if you did not sign up for Audible using your Amazon account, you will need to merge your Amazon and Audible accounts. To merge your accounts, sign in on the desktop site, hover over your name in the top-right corner, click “account details,” and then “merge now” at the top of the screen and complete the steps.

How do I market my Audible?

If you’re an author on Audible, you can follow some of the above marketing strategies to also promote your own books, such as posting on social media, working with influencers, or paying for ads.